To spark off a series of pop-up activations in May, HBX is collaborating with HERON
PRESTON to launch an exclusive AIRBORNE capsule collection, dedicated to HBX’s pop-up from 4th May to 8th May, 2018.
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To kick-off the partnership, Heron will host the launch event and afterparty on 4th May with a special DJ performance and opportunity to meet with VIPs and his Hong Kong fans.
The exclusive AIRBORNE capsule signifies Heron’s physical journey from traveling from west to east, all across the globe. While spending days across many different airports, Heron took special attention to elements often overlooked with one’s personal journeys, and re-contextualized them as fashionable graphics, completely designed and narrated in his signature colourways and symbols.
“The idea was travel theme – to me this signifies the unity between the West and East.” saids Heron Preston.
The installation, as one of the highlights, re-imagines the capsule’s concept by rebuilding a TSA checkpoint –– something that all travelers are familiar with while travelling from city to city –– and interestingly placed and designed in combination with the collection.
Heron Preston is the true embodiment of an artist born of the post-internet generation. Multifaceted and genre-bending, he has become a cultural icon in youth culture, known for his bold aesthetics. Preston now functions as an artist, creative director, content creator, designer and DJ; the one common thread among his impressive bodies of work is a commitment to innovation, experimentation and unpredictability.
His signature style has earned him collaborations with the likes of Virgil Abloh. He’s also served as the global digital producer for Nike and of course, creative consultant to Kanye West, most notably on his work for the Life of Pablo and Yeezy fashion label.
HBX, founded in 2012, has developed to now featuring over 250 carefully curated brands, and opens its May 2018 pop-up activations with Heron Preston’s capsule collections.
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HBX focuses on brands that tell a strong story through their products, whether it’s the intricacies within the construction or the boundary pushing ideas that are displayed through creative direction. HBX is the commercial extension of HYPEBEAST, founded in 2005, a leading content-creating platform that showcases the best in fashion, art, design and culture.
Stay tuned for an exclusive interview with Heron Preston and to discover the next HBX pop-up activations.